In this press release example, companies should dive into the background and qualifications of the subject. Include their resume and special achievements. You should also outline how what they’ll bring to the new position. This type of release may feature quotes from both the new hire and others in the organization, explaining what the move means to the company.
6. Newsjacking Around Current Events Template
Newsjacking involves inserting your company into a story about a current event or trend. This strategy can be used on social media, blogs, and in the press. This helps you position your brand and your team as industry experts. And it can help you gain media coverage even if you’re not currently launching anything new.
This type of press release should start by referencing the trend or news. You can then draw a connection to your company. You might even offer commentary from a member of your leadership team that reporters may want to include in their coverage.
Buyers of Maurizio Cattelan’s $120,000 Banana Defend the Work as ‘the Unicorn of the Art World,’ Comparing It to Warhol’s Soup Cans
7. Rebranding Template
A rebranding news release shares the news of a company name change, new logo, or even a website launch. This updates customers and the public so they’re not confused about any of the updates.
These press release examples should feature any and all changes that customers should expect. Then you might dive into why the changes were necessary or any benefits they might provide. For example, a new logo and website might simplify the brand and customer experience.
8. Official Company Statement Template
Companies release official statements for all kinds of purposes. For example, you might share your company’s stance on a recent court finding or industry move that impacts your brand. Or you could use a statement to outline your company’s stance on a relevant issue or address a controversy.
This type of news release should start with the relevant news that you’re commenting on. Then the body copy should mainly be dedicated to a quote from your leadership team or a succinct paragraph stating your team’s position.
9. New Partnership Announcement Template
A new partnership can help your company provide more relevant products or services to customers or make you a greater force in the industry. This type of press release may be similar to ones about mergers and acquisitions.
However, instead of outlining the details of a transaction, it should explain what the partnership means for customers. For example, this press release explores how a partnership between a data management platform and financial services firm can better help financial institutions manage customer data.
10. Event Press Release Template
Businesses use events to reach customers, bring in revenue, and connect with others in the industry. They’re also helpful for gaining press in your area.
Generally, even press releases are sent out before an event is held to increase attendance. But they’re sometimes distributed afterward to share highlights. These press releases should include the date and location of the event, and any details that attendees would need to know. For past events, they should feature quotes from hosts or attendees and key takeaways.
11. Book Launch Template
Writing a book can be an effective way to get press for a brand. Some entrepreneurs even build entire businesses around book sales. Once a book is written, a press release can help you gain coverage to increase sales and awareness.
This type of press release should start with the book title, release date, author, and any other basic details. You can then offer a short summary or explanation of the contents. Additionally, offer background about the author’s credentials to entice potential readers.
12. Special Award or Recognition Template
Special awards and industry recognition lends credibility to your brand. The announcement may even get you some extra attention in the press.
The first paragraph of your press release should state the award and its relevance to your customers or industry. For example, being recognized for high customer satisfaction rankings shows a brand’s dedication to constantly improving the customer experience. Include quotes from the leadership team and any other relevant awards or credentials that may further support your brand’s reputation.
Why Send a Press Release
There’s no point in learning how to write a press release unless this type of media can do some tangible good for your brand. Luckily, press releases can help companies in a number of areas. Outlining your goals beforehand can help you choose the most relevant press release format. Whether you’re looking to gain more attention for your brand or do damage control, here are some goals you might consider.
News outlets can only cover new products, updates, or announcements if they know about them. Sending your news directly to reporters or publishing it using a press release distribution service, gives easy access to those who want to cover it. Once they share your news to their audience, your brand gains more attention among your target audience.
Even if not many customers remember your actual news, a well-written press release may help them recognize your brand name. The more your company is mentioned in the press, the more people are likely to be familiar with your offerings. For example, a marketing consultant who sends out regular releases about new services, team members, and current events in the marketing field is more likely to gain brand recognition among business clients. Even if many of those clients aren’t looking for marketing services right now, they’ll have more trust in a brand they know. Then the next time your company hits the news when they are ready to buy, they’ll be better equipped to make a decision.
Public relations is a long term strategy. It’s not about getting your business mentioned once and watching tons of new clients roll in. However, sending out press releases regularly may help you connect with media members to form mutually beneficial relationships. For example, your PR strategy might start by offering expert commentary on industry events, which your media contacts can use in articles they’re already working on. Then they may be more likely to write an article about your new product or service when it launches.
Improve Search Engine Optimization
A quality PR strategy can also help when it comes to SEO and content marketing. Your releases may appear on press release distribution sites, linking back to your website alongside relevant keywords. and if you’re featured on popular media outlets with authority, you can build even more quality links.
Manage Your Image
Your company’s reputation can go a long way with customers. If you experience an issue like a data breach or misstep on social media, a press release may help with damage control. Keep your press release humble and apologetic if you’re writing for this purpose. You should also clearly outline what you’re doing to improve.
See more PR tips and strategies about getting publicity for your company.
Press Release FAQs
Who do I send my press release to?
Send your press release to press release distribution sites that media members comb for story sources. You can also send new directly to a few relevant journalists, editors, bloggers, or social influencers. This may be especially relevant if you’re trying to build relationships with specific media members. Additionally, release press releases on your website to help with SEO and content marketing. Then link to it on social media and your Google account to help followers find relevant information about your brand.
Should I send my press release in Word or PDF?
Journalists and editors actually prefer a Word .doc because it’s easy to copy and paste executive quotes, product names and other details they need for a story. Most media today will accept a PDF or .doc / .docx format. In the alternative, a link to where to find the press release posted online is also acceptable.
Some PR professionals paste the press release text into an email. The advantage is that your media outreach email has no attachment or link. Some recipients may be hesitant to click on these due to cybersecurity reasons. The downside of this method is that it may seem less official. And it’s easy for a long email to get overlooked. Some journalists don’t read long emails the entire way through.
You will hear contrary advice saying to never attach a press release in your media outreach emails. We are media here at Small Business Trends, and can assure you that many if not most editors and journalists prefer to get a press release attached. Alternatively, we are happy to receive a link to a press release. Members of the media are very busy and don’t have time for a lot of back and forth discussion trying to pry details out of you. Editors prefer to scan the announcement immediately in order to make a quick judgment of whether it is something relevant to their audience and appropriate for a news story.
What is a news embargo and how should I handle it?
An embargo means that the release is scheduled to be public on a specific day and time in the future — it is “embargoed”. This is sometimes done for a big announcement or a product launch press release, to give a PR manager or marketing manager time for advance outreach.
If the news is embargoed for a specific day and time, that should be prominent on the release or otherwise made clear. If there is an embargo, it is best to list when it lifts in red letters on the face of any advance press release. Emails get buried and the journalist may forget about it if solely in an email.
Another important point: ask the media outlet if it will honor an embargo, before sending the press release out. Most do honor embargoes, but some do not. Only send an embargoed release once the outlet confirms.